In Great Britain, the New Technology Institute Birmingham has risen out of Birmingham City University. What makes the New Technology Institute different? For one, they started asking advertising agencies what they were looking for in new recruits. Agencies such as McCann Erickson, Golly Slater and Saatchi & Saatchi answered – and where there were gaps, courses are being improved to fill the void in skills graduates are lacking.

Involving industry in the development of postgraduate courses can help an institute create a course that stands out.